文章基本信息

标题：Estrategias de contenido con famosos en marcas dirigidas a público adolescente
本地全文：下载
作者：Araceli Castelló Martínez ; Cristina del Pino Romero ; Victoria Tur Viñes 等
期刊名称：Icono 14
电子版ISSN：1697-8293
出版年度：2016
卷号：14
期号：1
页码：123-154
DOI：10.7195/ri14.v14i1.883
出版社：Asociación Científica ICONO 14
摘要：The era of changing communication we live has forced brands to redefine their communication and advertising strategies, especially when it comes to have a presence on digital platforms. This article focuses on branded content and influence marketing, performing an exploratory study based on content analysis. The aim is to identify formats comprising the TransMedia storytelling brand universe, as well as analyse the contribution made by celebrities to the brand communication, derived both by his presence in the contents as well as for the dissemination of messages through its own spaces on social networking. The conclusions reveal different brand strategies distinguishable by the proliferation of content - not always generated only by the brand - and the predominance of some media over others.
关键词：Branded Content;Advertising strategies;Celebrities;Teen audience;Publicidad;Branded Content;Marketing de Influencia;Adolescentes;Comunicación;Redes Sociales